ComScore says a third of European mobile social networkers access nothing else from their phones.
ComScore estimates there were 12.1 million mobile social networkers in Western Europe (France, Germany, Italy, Spain, UK) in November.That figure is up 152 per cent from November 2007, with the UK boasting the highest penetration of mobile social networking at nine per cent, nearly triple that of Germany.
The average penetration rate across all countries is five per cent.
What's more, 34 per cent of the mobile users in Western Europe who visited social networking sites accessed social media exclusive of all other mobile web content.
Women comprise 48 per cent of the audience accessing only social mobile media, compared to 32 per cent of those who access other types of mobile internet content.
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The average age for social media-only users is 28 years, compared to 36 years for other mobile internet users.
ComScore M:Metrics analyst Alistair Hill said: “A large portion of the growth in the mobile Internet audience can be attributed to social networking. In the UK, for example, the audience of those accessing news and information, but not social networking services, with their mobile browser or an application grew by 149,000 unique users, whereas the number of those exclusively accessing social networking grew by six times that number in the past year.”
